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Brand Profiles

48 Indomilk

INDOMILK

Company: Indofood Sukses Makmur Tbk PT

Brand Value: US$197 million

Headquarters: Jakarta

Year On Year Change: NEW ENTRY!

Industry: Food & Dairy

Year Formed: 1967

Indomilk promotes itself as a supplier of real milk that the whole family can enjoy, with a range of pasteurized dairy products including condensed milk, UHT carton milk, and ready-to-drink milk. The brand was formed as a division of Australian Milk Industries in 1967, and began its own milk production in 1970. The family focus of the brand extends into its advertising and community work. TV and online ads always emphasize children’s activities and creativity, and the brand often runs seminars on health and nutrition for primary school children, especially those in rural areas, and provides resources such as gyms and libraries. The brand also supports external events run for children, and uses them as a platform to improve parents’ awareness about child health. Indomilk is very active on social media, engaging directly with consumers on health and hygiene issues, and also on recipe co-creation; Indomilk seeks consumers’ input to come up with new ways of using its products. The brand’s marketing activity around Ramadhan 2018 involves a photo competition for mothers and children in which families can win tickets to Umrah, a pilgrimage to Mecca.